NBCUniversal International Strikes First TV Format Deal in China

LONDON -- NBCUniversal International said Thursday that it has sold the primetime trivia competition format Still Standing to Chinese broadcaster Jiangsu Broadcasting Corp.

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The deal, financial details of which weren't disclosed, marks NBCUniversal’s first format sale to China.

The series will air in Mandarin and debut in March. It will run in a weekly primetime slot for 26 episodes.

Still Standing is based on an Israeli format from Armoza Formats and July-August Productions. In the show, one contestant must beat 10 challengers in a trivia battle for prizes. Losers exit abruptly through a trap door.

Still Standing is in production in seven countries, including the U.S., Spain and Turkey, with many versions in their second season.

Brazilian broadcaster Bandeirantes also recently picked up the format -- Still Standing’s first version in Latin America.

Linfield Ng, director format sales liaison, recently joined NBCUniversal to lead the company’s format strategy in APAC. Since Ng’s arrival, NBCUniversal International has sold Top Chef to TKL in Vietnam in addition to Still Standing China -- the first Asian versions for both formats.

NBCUniversal Formats is the international sales division for all formats created within the production and broadcast divisions of NBCUniversal. Its top formats include Top Chef, Still Standing, The Real Housewives, Three Wishes and Baggage.

“Still Standing’s mix of classic trivia game, physical comedy and competition make it a great fit for Chinese audiences," Ng said. "We are excited to partner with Jiangsu Satellite, the No. 1 satellite provider across China with more than 130 million viewers.”

Avi Armoza, CEO of Armoza formats, said: "We are excited that our cooperation with NBCUniversal has enabled Still Standing to travel to an emerging market like China, where we are confident that it will join the format's international legacy of success."

Added Wang Pei Jie, vice chief president at Jiangsu: “Still Standing is a perfect fit for our entertainment lineup because it brings together the elements of trivia and physical competition in a brand-new way. We are delighted to be the first in Asia to debut this fun and exciting format on our channel."